NOEHKOESMIK
@luudan_official
This teaser introduces the seasonal character of the LU’U DAN man before revealing the full lookbook. Rather than presenting the collection immediately, the content establishes the attitude, identity, and personality of the character that defines the season. The teaser sets the tone for the collection and reflects the evolving spirit of the LU’U DAN man, building anticipation ahead of the lookbook release.
Instagram Reel
1080 x 1350 vertical video
1080 × 1920 vertical video
Art Directed by Seokheon Kim
Videography by Seokheon Kim
Edited by Seokheon Kim Creative Directed by Hung La
1-3. FW24 “DO or DIE” Lookbook
3-5. FW25 “NOTHING TO LOSE” Lookbook
LU’U DAN
2025
@luudan_official
This campaign teaser introduces the narrative world of the season before the full campaign reveal. Instead of focusing directly on the garments, the teaser builds atmosphere and tension through story-driven visuals that hint at the themes and attitude of the collection. The content establishes the mood and narrative direction of the season, inviting the audience into the universe of LU’U DAN while building anticipation for the full campaign release.
Instagram Reel
1500 x 1200 Horizontal Video
Art Directed by Seokheon Kim
Videography by Seokheon Kim
Edited by Seokheon KimCreative Directed by Hung La
1-2. FW25 “NOTHING TO LOSE” Campaign Drop 1.
3-4. FW25 “NOTHING TO LOSE” Campaign Drop 2.
LU’U DAN
“Chinatwon Series”
@luudan_official
The Chinatown Series captures real people and everyday moments across Chinatown, documenting the energy and personalities that shape the neighborhood. The content focuses on direct interaction with individuals encountered in the streets, bringing authentic voices and faces into the LU’U DAN universe. Through these encounters, the series connects the surrounding community with the world of LU’U DAN.
Instagram Feed
Instagram Carousel 1080 x 1350
Creative & Art Directed by Seokheon Kim
Photography & Videography by Seokheon Kim
7-9. Featured in HYPEBEAST - “LU’U DAN and CLOT's New Collaboration Charts the "Ever-Evolving Asian Identity"
LU’U DAN
2024
2025
“LD MAN”
@luudan_official
Released a few months after the collection launch, the LD MAN series revisits the season by introducing the character of the LU’U DAN universe. Inspired by Asian wanted poster visual language, the content presents the character through graphic details and narrative cues that reveal personality, attitude, and identity. The series expands the story of the collection while introducing the LD MAN character to the community.
Instagram Feed
Instagram Carousel 1080 x 1350
Creative & Art Directed by Seokheon Kim
Graphic by Seokheon Kim
LU’U DAN
2024
2025
@luudan_official
The MSG Capsule Collection reclaims a symbol once shaped by stigma and reinterprets it within the LU’U DAN universe. Standing for Most Selected Goods, the capsule reframes MSG as a bold cultural statement. The concept draws from Japanese MSG packaging language as well as Chinese sales banner and pamphlet visual language, translating these graphic cues into the brand’s visual narrative and storytelling.
Instagram Feed
Instagram Carousel 1080 x 1350
Art Directed by Seokheon Kim
Graphic by Seokheon Kim
LU’U DAN
@luudan_official
Art Directed by Seokheon Kim
Graphic by Seokheon Kim
LU’U DAN
“WE ARE LU’U DAN”
@we_are_luudan
“WE ARE LU’U DAN” is a community-driven social platform that highlights the people who wear and embody the spirit of the brand. The account features individuals from different cities and backgrounds, sharing their presence, style, and personality within the LU’U DAN universe.
By inviting the community to participate and be featured, the platform expands the brand’s world beyond traditional campaigns and builds a space where the identity of LU’U DAN is shaped collectively by its community.
Instagram Feed
Instagram Carousel 1080 x 1350
Concept Idea & Art Directed by Seokheon Kim
Graphic by Seokheon Kim
LU’U DAN
@luudan_official
Art Directed by Seokheon Kim
Graphic by Seokheon Kim Text by Annissa Barber
Creative Directed by Hung La
LU’U DAN
2024
2025
“LU’U DAN Present / Knockout Club”
@luudan_official
Art Directed by Seokheon Kim
Graphic & Video by Seokheon Kim Creative Directed by Hung La
1-3. LU’U DAN Present “OUR FAVOURITE VILLAINS”
4-6. “KNOCKOUT CLUB”
LU’U DAN
2024
2025
@luudan_official
Rather than presenting the sale as a traditional promotion, the content frames it through the narrative world of LU’U DAN. The posts introduce sale moments through storytelling that align with the brand’s tone. By integrating the promotion into the LU’U DAN universe, the content maintains the brand’s identity while communicating the seasonal sale to the community.
Instagram Feed
Instagram Video Carousel 1080 x 1350
Art Directed by Seokheon Kim
Graphic & Video by Seokheon Kim Creative Directed by Hung La
LU’U DAN
@luudan_official
Art Directed by Seokheon Kim
Graphic & Video by Seokheon Kim
1. LU’U DAN NYFW Slurp Noodle Event
2. LU’U DAN PFW Pool Night Event
3. LU’U DAN PFW Chinatown Hideout Event
LU’U DAN
2025
“Weekly Mixtape”
@luudan_official
Weekly Mixtape is a recurring social series that captures humorous and authentic moments of everyday men across different Asian cities. The content highlights real personalities, gestures, and street encounters, presenting a playful and unfiltered view of Asian masculinity. Through these snapshots, the series celebrates character, individuality, and the unexpected charm found in everyday life.
Idea and Driected by Seokheon Kim
LU’U DAN